NIN’SAD SETUP
I've been working on a simplified Meta ads structure that almost completely eliminates ad management and enables predictable returns with minimal risk of overspend

I havent found anyone else running their ad account this way so I hope someone finds this insightful.

To set this up you need to know your COGS and AOV. Customer LTV is also an important metric but can be factored in as learnings accrue and customer cohort analysis becomes more reliable.

Your business needs to be able to grow profitably at a 2x ROAS.

Ideally, you want to be running a business with a product or service that has a decent returning customer rate due to the low initial ROAS. With this setup, first order profitability is not a priority.

The SAUCECAMPAIGN TYPE: CBO

BIDDING: COST CAP SET TO AOV / 2

DAILY BUDGET: $10K - $100K

1 AD PER ADSET, 60 ADSETS MAX PER CAMPAIGN

How this works:Setting your cost cap to half your AOV optimizes for volume rather than ROAS making each new purchase breakeven or marginally profitable depending on your COGS. Daily budget set at $100K is an overbid to increase your chances of winning auctions but with the cost caps as your guard rails your account will usually end the day spending way below that (hopefully).

Monitor actual ad spend for the first week of campaign launch and set overbid amount appriopriately based on cashflow or any other spend constraints.

Having just a single ad per ad set + cost caps makes it a no-brainer to tell when an ad is working -- basically if it's getting spend, it's a good enough ad to generate sales at your set cost cap target.
If your adset+ad is getting no spend then Meta is telling you your ad sucks and can not generate sales at your set cost cap target.  

Rinse+repeat

Ad management workflow/killswitches:
    1. Upload a single ad (photo / video / carousel), if the ad spends...JOB DONE...if it doesnt, learn, iterate and reupload. 
    2. If total spend in the last 7 days is below Cost Cap, Kill adset+ad.
    3. If ad fatigues and gets no spend for 14 days, kill adset+ad.
    4. If ad spend > 10x CPA - duplicate and direct to a different link (ie Homepage instead of product page, landing page etc) - optional

Meta ads is limited to 250 ads per page at spend under $1M in the past month. To workaround this, make multiple Facebook pages linked to the same instagram to give you an additional 250 ads per page and prevent having to turn off old ads.

Routinely prune dead adsets+ads once a month to make analysis manageable.

Meta limits campaigns to 70 adset per campaign, when you hit this limit, duplicate CBO setup and create new adsets+ads. I prefer to stay just under 70 adsets for superstitious reasons.

After running this for a month and getting a handle of your average daily spend and CPA, you can essentially set and forget the campaign setup and focus on creating good ads that can spend at your set cost cap target.

Note I prefer cost caps to bid caps due to the flexibility in the target CPA. I find that bid caps constrain volume in an effort to guarantee target results but my account+business allows margin for error if the CPA is not exact.

This entire set up will however work similarly in a bid cap setup.

This setup appears to be unaffected by Meta’s recent Andromeda update and its demand for creative diversity as off 11/25. Creative diversity does appears to be more of a factor at the campaign or ad account level.

Quality+Quantity


Nin
2025